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Consuming Mobility

Packaging Life p.147-149

spenser davis

on 21 April 2010

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Transcript of Consuming Mobility

Consuming Mobility Mobility + Consumption = Shopping Malls Malls encourage a culture that Zygmunt Bauman has termed "proteophilia" (based on Greek god Proteus) This means that malls are encouraging 'aesthetic spacing' wherein shoppers have aimless fun within a mall, buying things along the way "Mobile consumption is proteophilic because it does not actively seek movement from place A to place B, rather, it encourages random movements across the highley aestheticized space." Mobile consumption is:

aka, it is "often, but not always purposeless and shape-shifting within aestheticized and controlled spaces" Due to globalization, certain products are worth more in some countries than in others BMW may be worth more in status in one country, than in other, due to its place of manufacturing "It is important to understand that 'consumption' in such cases also involves the image or sign of the product" but because of globalizing brands like McDonald's, it's important to remember the battle between national identity and culture and global consumption Therefore, mobile consumption can be referred to as:
the movement of goods across nations and cultures
the consumption patterns that refuse to be 'immobilized' by national or cultural identities and boundaries Globalizations has forced these two types of movements to become more aware within consumption, such as when Gandhi linked "consumption to national identity...an attempt to restore the primacy to home-made cloth rather than imported ones." "It is possible to conclude, therefore, that mobile consumption can easily be linked to issues like self-determination, national and cultural identity and social processes." "Globally circulating cultures get 'indigenized' and 'localized'"
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